A responsible approach to communication at every level

For long-lasting POS materials, several eco-conscious practices have now been systematically adopted by our purchasing teams: reducing the thickness of skincare and makeup display modules, using mono-material injection moulding and incorporating recycled plastics. Beyond permanent merchandising, a dedicated eco-design task force has been established to rethink temporary POS materials used for product launches. Designed for short-term use, these displays must meet strict criteria for lightness, recyclability, and number of different materials used.

Presentation furniture has also been redesigned to be modular, allowing reuse from one launch to another, with only a few specific elements needing to be replaced such as visuals.

The main challenge in the coming years lies in establishing a collection and recycling system at an international scale.

As a member of a working group created by the Institut du Commerce in France, Guerlain is actively contributing to this effort and trialling practical solutions in the field.

After two years of development, the LVMH group launched MIKE (Media Impact Key Emissions) in 2025 – a tool dedicated to measuring the carbon footprint of communication campaigns. Developed based on the GHG Protocol, the Product Environmental Footprint (PEF) methodology, and the Global Media Sustainability Framework, MIKE enables calculation of carbon emissions associated with various media formats and communication channels, such as print advertising, digital campaigns, and events.

The tool also allows comparative analysis. This helps teams evaluating the environmental impact of different campaigns and selecting the most sustainable options. MIKE provides detailed reports that shed light on key sources of emissions and develop targeted strategies to reduce them. In 2023, Guerlain was one of the pilot Houses to use MIKE as an evaluator of flagship campaigns such as La Petite Robe Noire and Abeille Royale.